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In today’s digital age, social media influencers have become powerful voices that can greatly impact consumer behavior. For businesses in the hotel industry, partnering with influencers can be an effective strategy to enhance brand exposure, engage with potential customers, and create compelling content. However, before diving into any collaborations, it is essential to ensure that your social media channels are in top shape to maximize the success of your influencer partnerships. In this article, we will explore the key considerations and steps for working with influencers.

Align with Brand Standards

Maintaining consistency in your brand messaging and visual identity is paramount. When working with influencers, make sure their content aligns with your brand standards. Review their previous collaborations to assess whether their style and values align with your hotel’s image. Look for influencers whose content and values resonate with your target audience. A strong brand alignment will help you attract the right audience and ensure that your partnership delivers the desired results.

Ask the Right Questions

When an influencer approaches your hotel for collaboration, it’s essential to gather relevant information to determine whether they are a good fit. Here are some key questions to ask:

Demographics: Inquire about the influencer’s audience demographics, including their geographical location, age group, and interests. This information will help you assess if their followers align with your target market.

Engagement: Understand the level of engagement their posts generate. Ask for insights into the number of likes, comments, and shares they typically receive. This will provide an indication of their audience’s interest and involvement.

Previous Partnerships: Inquire about their prior collaborations with hotels or hospitality brands. Ask for success stories and results achieved in those partnerships. This will help you gauge their level of professionalism and their ability to deliver positive outcomes.

Define Partnership Goals

  1. Clearly define your objectives for the influencer partnership. Determine what you want to achieve—whether it’s increased brand exposure, higher engagement, or quality content creation. Ensure you have a clear social media plan developed for your hotel to share with your influencer.
  2. To ensure that the content created by influencers is in line with your brand, it is crucial to provide them with clear directions and guidelines. One effective practice is to create an “inspiration board” that visually showcases the desired mood and storytelling elements that represent your brand. This allows influencers to better understand your brand’s aesthetic and messaging, resulting in content that is in line with your brand’s identity. By offering specific guidance, you can ensure that the content created by influencers accurately reflects your brand identity.
  3. Communicate your expectations and goals to the influencer to ensure they understand your desired outcomes. This will help them tailor their content and strategies accordingly, leading to more effective collaboration.

Evaluate Relevance

Before finalizing any partnership, review the influencer’s channels comprehensively, even if you are not contracting them for every activation. Ensure that their Facebook, Twitter, Instagram, YouTube, and blog accounts do not contain offensive or biased content within the past year. Authenticity and relevance are key factors that contribute to a successful influencer partnership.

Provide a Clear Scope of Work

To avoid miscommunication and ensure a smooth collaboration, provide influencers with a clear scope of work. Outline the specific deliverables, timelines, and any guidelines you would like them to follow. Include details about hashtags, preferred themes or topics, and any other specific requirements. A clear and comprehensive scope of work will enable influencers to create content that aligns with your goals and meets your expectations.

Utilize a Social Influencer Contract

To protect the interests of both parties, it’s crucial to use a well-drafted social influencer contract. This contract should be signed by the influencer prior to the execution of any services. The contract should outline the scope of work, deliverables, compensation, usage rights, and any other relevant terms and conditions. This ensures a clear understanding of expectations and safeguards both parties throughout the collaboration.

Here are some key components that should be included:

  1. Ownership of Content: Clarify that the content created by the influencer belongs to your hotel, granting you ownership rights.
  2. License for Use of Image and Identity: Include a provision that grants your hotel the necessary license to use the influencer’s images, videos, and other content featuring your property.
  3. Artistic Control: Specify that your hotel retains the right to make reasonable edits, cuts, or decisions regarding the usage of the content provided by the influencer.
  4. Termination of Agreement: Clearly define the duration of the partnership and the conditions under which either party can terminate the agreement.
  5. Compensation: Clearly state the agreed-upon compensation for the influencer’s services, including payment terms and any additional incentives or benefits.
  6. Relationship of Parties: Clarify that the influencer is an independent contractor and not an employee or representative of your hotel.
  7. Governing Law: Specify the jurisdiction and laws that govern the agreement.
  8. Confidentiality: Include a confidentiality clause to protect any sensitive or proprietary information shared between the parties.

There are obviously more points that should be included in the legal contract, that’s why it’s important to consult with your brand to see if they have an approved format or have a specialist who will help you with the paperwork.

In conclusion, collaborating with influencers can be a game-changer for hotels, offering unique opportunities to expand brand reach, engage with new audiences, and generate captivating content. By following these guidelines and asking the right questions, you can maximize the potential of influencer partnerships in the hotel industry. Remember, a well-executed collaboration can create lasting impressions and contribute to the long-term success of your hotel.

About Cogwheel Marketing

Cogwheel®️ Analytics is a hotel digital marketing reporting and business intelligence tool for hotel management companies and ownership groups of both branded and independent hotels. It aggregates data from multiple sources to allow companies to identify trends and opportunities, in both portfolio and individual hotel level views. It provides an online scorecard with benchmarks against other hotels to identify gaps in your total online presence, similar to a STAR report. With one-click reports, owners and operators can understand the efforts made towards gaining more exposure across the customer journey. Unlike most tools in the hospitality industry, Cogwheel Analytics primarily focuses on booked revenue, not consumed, to map the various data points up to the point of conversion. Sample data points include channel mix, website performance, social media and paid efforts including OTA Ads, MetaSearch and Google SEM.

Stephanie Smith
Founder and Digital Matriarch
+1 540 239 1052
Cogwheel Marketing

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